Kia's Michael Sprague on Challenging Consumers to Raise Awareness

Having entered the U.S. market in 1994, Kia Motors is still considered a relatively unknown brand. But that perception is quickly changing. Through bold and inspiring marketing, innovative partnerships and a relentless focus on fostering cultural diversity within the workplace and across its global network of distributors and dealers, the company is attracting serious attention and making its competitors take notice. Kia reports that it has sold more than 6.3 million vehicles in America and is now the eighth largest car company in the U.S. by annual sales volume. Its marketing efforts are meant to challenge what consumers think about the brand, raise awareness and increase perception and consideration, says Michael Sprague (pictured above), Chief Operating Officer and Executive Vice President at Kia Motors America. “We do this by telling our story across multiple platforms and in ways that stand out from the sea of sameness in the cluttered auto sector, forging partnerships with like-minded organizations and individuals who are not afraid to defy conventional thinking, and engaging with consumers in authentic manners that correlate with their daily lives,” says Sprague, who will speak at the ANA Multicultural Marketing and Diversity Conference, October 9-11 in Los Angeles, Calif.

Ken Beaulieu is Vice President of Marketing and Communications for the ANA, where he oversees publications, email communications and social media. A 20-year publishing veteran, Ken previously served as editorial director for The Pohly Company, develop...
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